服务质量决定要因顾客满足和行动意图的影响--在中国服务产业的应用

为维持现有顾客和创造新顾客,服务企业必须知道怎样实施服务质量战略来增加顾客满足和行动意图,因为服务质量、顾客满足和顾客行动意图之间存在着因果关系.本研究把整体服务质量分解为相互作用质量、物理环境质量、结果质量三个决定要因,并对服务质量决定要因对顾客满足和行动意图的影响进行了研究,实证检验在中国服务产业中进行.对研究模型的验证结果支持本研究提出的所有因果假设,即构成整体服务质量的三个决定要因对顾客满足具有显著的正向影响,顾客满足对行动意图具有显著的正向影响.而且,对于中国顾客来说,服务质量决定要因对顾客满足的相对影响力依次为结果质量＞相互作用质量＞物理环境质量.

The Effects of Determinants of Service Quality on Customers'Satisfaction and Behavioral Intentions-Applying in the Chinese Service Industry

To accomplish the two vital objectives of 1) retaining existing customers and 2) attracting new customers, services companies must know how they can implement service quality strategies for increasing customers' satisfaction and behavioral intentions. This is because logically there is a causal link between service quality, customers' satisfaction and behavioral intentions.This study adopted a three-determinant model of service quality: that is, interaction quality, physical environment quality, and outcome quality. This study was focused to investigating the effects of each determinant of service quality on the customers' satisfaction and behavioral intentions. The empirical tests were conducted in the Chinese service industry.Findings from testing the theoretical models support all a priori hypotheses: that is, each determinant of service quality had a significant positive effect on customer satisfaction, and customer satisfaction had a significant positive effect on behavioral intentions. Moreover, the relative importance of service quality determinants on customer satisfaction followed the order of outcome quality > interaction quality > physical environment quality for Chinese customers.